I was recently in a media presentation where they showed an image of “baby boomers” as two older, very gray adults.
The only positive point of the image was that the boomers were smiling.
I immediately thought, this is the problem: Media companies and some brands are portraying this very lucrative group as old and behind the times. Couldn’t be further from the truth.
Or, brands choose to focus on youth because they believe that will be a more positive image than showing those who are “over the hill.”
I believe this thinking is flawed. The process must start with understanding the consumer insights so you can create the right message, and then determine the right place and time to reach them.
The 50+ group represents a third of the U.S. population, and accounts for $3.2 trillion of U.S. consumer expenditures.
According to a recent report from the Video Advertising Bureau, 77% of older adults feel their age group is being ignored by advertisers. Certainly a missed opportunity for brands.
The majority of boomers are still working, with 55% of them in the professional, management, and sales industries. They enjoy their work and it keeps them active.
Boomers spend the majority of their money on housing, healthcare, food -- in and out of the home, and vehicles, according to the Video Advertising Bureau. Brands in these categories can grow even bigger if they simply make sure their messaging resonates with those 50+.
This group is only going to get larger, so what should companies do to become the 50+ target brand of choice?
Brands that are taking boomers seriously include:
Hey, if Jon Bon Jovi and the Boss are still rocking it, so are their audiences. As 76-year-old Mick Jagger sings: “Start me up!” Living isn’t just for the young.